Don’t worry, be happy! That is the mantra we need to follow this year, because firstly, we’ll be able to think better with a relaxed mind and secondly, that is the only option we have in this digitally dominated ‘new-media’ age. It is like an alien that has started living amongst us, a lot more powerful, a lot more intelligent... and as we cannot fight its might, we might as well try and go along with the flow. We are ready to use it, but how best do we make it work for us? That is the burning question in everyone’s mind.
MARKETING HAS ROLLER-COASTER RIDE
FOR MEDIA AGENCIES, A RUSH YEAR
FOR CREATIVE AGENCIES, A GAME-CHANGER YEAR
TELEVISION’S NEXT STAGE OF EVOLUTION
PRINT PRESSURES CONTINUE IN 2012
RADIO TO ROCK AGAIN, POST PHASE III
FOR OOH, NEW FORMATS HERALD GROWTH
This ‘go-digital’ has also changed the dynamics of each of the media domains. We have been witness to High Definition television and smartphones being a lot more accessible. We have seen the great example of Anna Hazare’s fast creating a revolution with the help of social media and also the impact of viral marketing and flashmobs.
Therefore, 2012 is likely to be an extrapolation of all these events, and all that we can do is remain prepared for it. We are likely to see massive changes in terms of content, distribution and monetization. While innovation will be the key across all domains, we are likely to see a lot of consolidation and re-structuring too.
As RoI and customization take centre-stage in every marketing strategy, we are likely to witness some high profile agency pitches for creative and media work this year. Also, as agencies talk about integration, the project-basis approach may gain strength and as they say, ‘Small will become big and big will become small’.
While digital television cable gives a further boost to the increasingly niche preference of advertisers, we will see traditional media giants drive the digitization bandwagon. The challenge for print may continue and we’ll be lucky if we see some strategizing in terms of content monetization. While radio will get a boost with the Phase III rollout, OOH will look at new avenues for investment.
Read on to get a sense of some of the trends that are emerging in each domain in 2012. We have put them together after a series of conversations with respective industry and domain experts.
Thank you for helping us put the Trends 2012 report together....
Anjana Ghosh, Director, Bisleri, Atindriya Bose, Country Manager- India, Sony Computer Entertainment, Indraneel Ganguli, Senior Vice President - Marketing & Communications, Mahindra Satyam, L K Gupta, Chief Marketing Officer, LG India, Ramesh Chembath, Asst. VP Sales & Marketing, Godrej Appliances, Vikrant Ramachandra, Vice President, Brand Marketing, Tata AIG Life Insurance Co Ltd, Shekar Swamy, Group CEO, R K Swamy, BBDO, Madhukar Sabnavis, Country Head- Discovery and Planning, Ogilvy and Mather India, Alok Agrawal, COO, Cheil Worldwide Southwest Asia, Arvind Sharma, Chairman, Leo Burnett, Anil K Nair, Managing Partner at Digital Law & Kenneth, Dheeraj Sinha, Regional Planning Director, Bates, Dhunji Wadia, President, Everest Brand Solutions, K V Sridhar, National Creative Director, Leo Burnett, Emmanuel Upputuru, National Creative Director, Publicis India, Neville Taraporewalla, Country Director, Advertising and Online, Microsoft India, Hari V. Krishnan, Country Manager, LinkedIn India, Sachin Bansal, Co-founder and CEO of Flipkart, Neeraj Roy, MD & CEO, Hungama Digital Media Entertainment Pvt. Ltd., Gulshan Verma, VP and Country Head, Ad Network, Komli Media for India and North America, Anurag Gupta, MD, DGM India Internet Marketing, Anuj Kumar, CEO, Affle, Harshad Jain , Business Head, -Fever FM, Ashit Kukian, COO- Radio City , Rabe T. Iyer ,Business Head - BIG FM, Harrish M. Bhatia, CEO- MY FM, Suresh Sanyasi, National Sales Director- Radio Indigo, Abhijit Sengupta, CEO-OAP India , Gaurang Shah, Founder , DSN - Digital Signage Networks , Sanjay Pareek , President-Percept OOH , Arminio Ribeiro,CEO - MOMS & Platinum Outdoor , Pramod Bhandula , Managing Director- JCDecaux India, Nabendu Bhattacharya Founder & Managing director - Milestone Brandcom; Prasana Krishnan, COO, Neo Sports Broadcast Pvt Ltd, Deepak Shourie, Director South Asia – BBC Worldwide Channels, Keertan Adyanthaya, MD, Fox International Channels, India and MK Anand, CEO, UTV Broadcasting.
